If your pizza shop is trying to find a way to get more customers, you’ve probably noticed that many of them have turned to SEO to increase their traffic. SEO can mean many things, but in this instance, we’ll focus on Pay-Per-Click, or more commonly known as PPC. When you hear the term “Paid-per-click”, what’s the first thought that comes to mind?
Well, if you’re like most business owners, it’s probably because you want to be able to find out what people are searching for. You can find keywords and key phrases that aren’t necessarily related to your products and then use them to target your ads to those same audiences. PPC, however, means that you’re paying to place your ads on the top of search engine results pages instead of the sides. The reason is simple: the more traffic that you can drive to your website, the more likely someone is to click on your ad and make a purchase. So how does one go about implementing an effective PPC campaign?
Before starting your PPC advertising campaign, it’s important that you understand what exactly you’re going to be using the PPC adverts to accomplish. One way that search engine optimization and pay-per-click differ is in the way that they work towards achieving results. In SEO, success is achieved through carefully tweaking your website and making sure that your content is ranked well within the search engines. Once you’ve got that site properly optimized, your ads will appear high up on the results page and that’s where you want them to be.
With pay-per-click, the main goal is to rank high in the search engine results.
This is achieved through bidding on keywords that have been chosen by your customers. The keywords are chosen based on how many other people are bidding for them and their popularity within the market. The more popular a keyword is, the higher up the ad will rise in the rankings – which means that PPC is all about finding targeted keywords that will target the audience that you’re trying to reach.
It’s also important to understand that PPC and organic results are not the same thing. Organic search engines such as Google tend to accept listings for any keywords that people are searching for, whereas search engines such as Yahoo and Bing only allow for specific keywords to be used in your bids. When using these types of marketing methods, it’s important to remember that they will slowly start to lose rank with time as other sites gain more credibility. As a result, you may start to see your ads lower in rank as a result. With PPC, you can stay at the top for longer while other sites begin to slip down in ranking.
There are three major factors that affect your pay-per-click (PPC) campaigns:
keyword results, your ad quality and your bidding strategies. Keyword results are basically the products or services that your site offers. They show up at the top of the search engine optimization pages showing the user the most relevant and popular keywords used by internet users. Pay-per-click keyword tools can be used to analyze the keywords and ad positions. A good keyword tool will provide you with a comprehensive list of popular and competitive keywords.
Quality scores above keyword results in PPC because the ad is more likely to be clicked if it is relevant to the user’s need. Inorganic results tend to be less useful to advertisers and are often considered spam. A good example of a pay-per-click advertisement that ranks poorly are those that target “click here” keywords. Facebook recently changed their algorithm in an effort to prevent these advertisements from appearing continually. As a result, many marketers are switching to using PPC as their main form of advertising.
A third aspect of PPC is bidding strategies, which is also known as cost per click or CPC. By bidding on popular keywords, you can increase your chances of appearing higher in the SERPs, which increases your chances of getting clicks and leads.
- There is no guarantee that you will rank first for any given keyword, but having a high ranking is better than not ranking at all.
- A good keyword tool will allow you to set bids to optimize your ads according to the organic search engine result pages.
- The increased traffic from organic listings increases your chance of making a sale while the ads show up at a fraction of the cost.
